Google Business Profile (formerly Google My Business) is the most powerful local SEO lever available to you. A well-optimized profile lets you appear in the local pack — the three listings displayed with a map at the top of results — for high-intent queries like “plumber London” or “restaurant Manchester”.
Why Google Business Profile is essential
Over 46% of Google searches have local intent. When someone types “baker near me”, Google prioritizes geolocated GBP listings before classic organic results. Not having an optimized profile means giving that traffic to your competitors.
Key fields to fill in
A complete profile gets 7 times more clicks than an incomplete one. Priority fields:
- Business name: use your exact name, without artificial keywords
- Primary category: choose carefully — it’s the most important signal for Google
- Address and service area: be precise and consistent with your website
- Hours: keep them up to date, including public holidays
- Description: 750 characters to naturally integrate your keywords and geographic area
- Photos: minimum 10 quality photos (interior, exterior, team, products)
GBP posts: an underused lever
Google Business Profile lets you publish news, offers and events directly on your listing. These posts appear on your profile and send an activity signal to Google. Post at least once a week to keep your profile active.
Managing and responding to reviews
Reviews are a major ranking factor in the local pack. Two essential best practices:
- Respond to all reviews, positive and negative, within 48 hours
- Actively ask satisfied customers for reviews (post-purchase email, QR code at checkout)
Never buy fake reviews — Google detects suspicious patterns and may suspend your profile.
Mistakes to avoid
- Duplicating your listing (suspension risk)
- Using a virtual address without a real presence
- Ignoring the Q&A section
- Not using available attributes for your industry
A well-maintained Google Business Profile is the foundation of any local SEO strategy. Before investing in content or backlinks, make sure this base is solid.
Frequently Asked Questions
Is Google Business Profile free to use?
Yes, creating and managing a Google Business Profile is completely free. Only Google Ads (Local Services Ads) are paid, but they are optional.
How do I verify my Google Business Profile?
Google offers several verification methods: by postcard (code sent in 5-14 days), by phone, by email, or via Search Console if your site is already verified. Video verification is increasingly common for new listings.
Can I have a GBP listing without a physical address?
Yes. Service-area businesses that travel to customers (plumbers, electricians, caterers) can hide their address and define a service area instead, allowing them to appear in the local pack without revealing their home address.
How many photos should I publish on Google Business Profile?
Google recommends a minimum of 10 photos. Listings with more than 100 photos receive on average 520% more calls than listings with fewer than 10 photos. Prioritize quality photos of the interior, exterior, team, and products.
What's the difference between GBP posts and photos?
Photos remain permanently on your listing. Posts (updates, offers, events) are temporary and disappear after 7 days for standard posts but remain in the history. Both signals contribute to your listing's engagement.
Improve your local visibility
Check out our complete guide to dominating local search results on Google.
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